Why Your Brand Needs a Strategy

I promise it’s not as scary as you might think. Here’s an analogy: 

You know you’re so much more than your best outfit, or your haircut, or your makeup, and you know that your best friend wouldn’t say that she likes you because of your looks. She might say that your looks can be an indication of who you are and she loves who you are, and sometimes your looks are a window into your personality. She might be able to go to a store and pick out an outfit that is “so you”, or surprise you with a gift that fits so perfectly into your lifestyle.

This is because she knows and loves the things that make you unique. These things are your personality, your values, your voice, your mission, who you hang out with, your interests, and your own sense of purpose in the world. It’s amazing when you know that someone loves you for you, right? You don’t have to pretend with them, and that’s the beautiful thing about friendship. 

Can you think of a time, perhaps a holiday or birthday, in which a close friend or partner gave you a gift that fits you so perfectly, and yet… you wouldn’t have bought it for yourself? It’s an indication that this person knows you incredibly well, and even associates you with certain items or experiences that you might not immediately think of. 

It can be hard to articulate unique aspects about yourself. Sometimes you’re just too close! This is why it’s so lovely when the people close to us identify certain characteristics that they love. That often results in a lightbulb moment – “You’re right, I am like that!” and that helps you achieve some clarity you might otherwise not have. 

All of these unique characteristics should be identified your business as well, as they are all part of a successful brand strategy: 

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1. Personality

Is your brand bubbly? Or is your brand serious and authoritative? Maybe your brand is witty and playful. There’s a broad spectrum here, and identifying adjectives that feel just right will go a long way. 

2. Mission

What did your business set out into this world to do? Why do you exist, other than to be your own boss and make your own money? 

3. Vision

You might imagine a future that is made better by the service that you’re offering. What is that vision? How are your clients’ days and lives made better by this service? 

4. Positioning

What makes you uniquely beneficial? Are you doing something that isn’t typical for your industry, or that your competitors are not doing? What is your industry currently lacking? Do you have a business goal, such as wanting to be known for a certain service? 

5. Archetype

If your brand was a person, would they be a rebel? A femme fatale? A caregiver? Or maybe a relatable everywoman? 

6. Audience

Who is your ideal client? The more specific you can be, the better. How old are they? Where do they live? What do they read? Where do they shop? What is their occupation? This is where so much brand strategy magic happens, because if you can speak directly to your ideal client, understand her fears and concerns, and show her how you’re here to make her life better, your brand will be so much more impactful. 

7. Voice

Which words sound like you? Would your brand say “y’all” or would your brand say “vibe”, or would your brand say “TGIF”? You can also use your ideal client as a starting place and work backward from there. 

8. Values

When you choose friends or buy from certain brands, you are matching with their values and saying, “I value that too”. So is it eco-friendliness, authenticity, timeliness, adventurousness, professionalism, family time? When you speak from your values, your ideal clients (who also hold those values closely) will notice. 

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You may have heard some of these words before, and you’ll notice there’s nothing about looks in that list. Looks come later, and they’re built on the foundation of your brand strategy. Your dream clients resonate with who you are, and most importantly, they feel like you get them. If you don’t identify where you stand in all of the areas listed above that make up a successful brand strategy (even if your website is gorgeous and you really like your logo), the business that you’ve worked so hard on will be floating around in a sea of sameness. 

Here’s how you’ll know that your brand needs its own strategy:

Does any of this sound familiar?

• You have a suspicion that your messaging is broad and could be more intentional. 
• You’re getting all kinds of inquiries, and you’re still dreaming of your ideal clients getting in touch with you.
• You’re in an industry where there’s a lot of competition and you need help articulating what makes you uniquely beneficial to your clients. 
• You have goals for the next five years, but you’re not sure how to get there.
• You know that a strategy is important and you want to implement one, but feel indecisive and nervous about choosing the wrong route.

 

If this is you, don’t worry! It can feel overwhelming to try to gain clarity on your brand by yourself. Start by asking yourself the questions listed above, and if you feel stuck, I’m here for you! I offer a Brand Strategy Workshop as part of all of my brand design offerings because creating a great brand identity starts with a strong brand strategy. If you’re ready to gain some brand clarity, contact me to get started!